Mall of America, Nickelodeon and Levy Restaurants Partner to Introduce Fun, Healthy Food Experiences at the New Nickelodeon Universe

Mall of America, Nickelodeon and Levy Restaurants Partner to Introduce Fun, Healthy Food Experiences at the New Nickelodeon Universe

CHICAGO and MINNEAPOLIS, Nov. 19 /PRNewswire/ -- Mall of America (MOA), the country's largest shopping and entertainment destination, Nickelodeon, the number-one entertainment brand for kids, and award-wining, industry leading Levy Restaurants announced today plans to partner to create and deliver a re- invented theme-park dining experience at Nickelodeon Universe, set to open at Mall of America in Bloomington, Minnesota, in 2008. Levy has been chosen for its culinary expertise and passion to create one-of-a-kind food experiences for the quick service dining destinations in the park, including the general concessions areas, portable carts and catering.

Through the new partnership with Levy, Nickelodeon and Mall of America plan to introduce healthy dining options throughout the park's eateries. Levy has tapped many of its creative, culinary and operational experts who revolutionized dining in sports and entertainment experiences around the country to spearhead the project in collaboration with MOA and Nickelodeon. Levy's culinary experts will develop fresh and innovative menu offerings, including organic, natural and locally grown foods and dishes, as well as new twist on theme park favorites and ethnically diverse tastes. The commitment to providing healthier options at Nickelodeon Universe stems from the Nick's mission to empower kids and families with messaging, both on- and off- its air, about living healthy, balanced lifestyles, and complements its five-year- old health and wellness campaign, Let's Just Play.

"Levy has been known as the leading premium foodservice operator in the country and we are thrilled for them to be part of Nickelodeon Universe," said Maureen Bausch, Executive Vice President of Mall of America. "This partnership means healthier food offerings and more options. In fact, we expect that our food, like our rides, will become a destination."

"We are very excited to announce Levy as a partner in Nickelodeon Universe," said Howard Smith, Senior Vice President, Nickelodeon Recreation. "Food and dining are such an important part of the theme park experience, and we wanted to bring in a leading retail vendor that could provide the best food varieties and healthy options. A balanced diet, especially for our audience, is so important and something we message on our air and through our Let's Just Play campaign."

"This is a dream partnership for us. We love reinventing dining experiences, and it doesn't get any more exciting than doing it with a dose of fun, a focus on healthy options and creating it with the leaders in retailing and entertainment," said Andy Lansing, President and Chief Executive Officer of Levy Restaurants.

Referencing Levy's pioneer strategies that shaped sports and entertainment dining and expanding list of retailers who have tapped Levy to create food strategies for their brands, Lansing added, "We love to bring great food and hospitality to places where people least expect it."

Earlier this year, Mall of America and Nickelodeon announced a partnership where various Nickelodeon properties and characters will come to life in the first-ever Nickelodeon themed park, Nickelodeon Universe, part of a re- branding of the Mall's seven-acre amusement park. Nickelodeon Universe is scheduled to open in first quarter 2008.

About Mall of America

Mall of America is the nation's largest retail and entertainment complex. The 4.2 million square foot complex is home to more than 520 world-class shops; the nation's largest indoor family amusement park; Underwater Adventures, a 1.2 million gallon walk-though aquarium; a 14-screen movie theater and more. The Mall opened in August of 1992 and is located in Bloomington, Minn., just minutes from downtown Minneapolis and St. Paul. For more information visit www.mallofamerica.com.

About Nickelodeon

Nickelodeon Recreation began in 1990 and since has grown to include a diverse range of complex and specialized business segments including hotel resorts, touring family theatricals and theme park attractions.

Nickelodeon, in its 28th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 96 million households and has been the number- one-rated basic cable network for 13 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE:VIA)(NYSE:VIA.B).

About Levy Restaurants

Levy Restaurants was founded in Chicago in 1978 and is recognized as one of America's fastest growing and most critically acclaimed restaurant companies, and is the leader in premium sports and entertainment dining concessions. Levy's diverse and expansive portfolio includes award-winning restaurants such as James Beard-winning Spiaggia and Bistro 110 in Chicago, Fulton's Crab House and Wolfgang Puck's Grand Cafe at Walt Disney World Resort, renowned sports venues, such as Lambeau Field in Green Bay, STAPLES Center in Los Angeles, and American Airlines Arena in Miami, retail locations including Hershey's, Build a Bear and the Harley Museum, and events including Super Bowls, World Series, Kentucky Derbies, and the Grammy Awards. For further details on Levy Restaurants, visit www.levyrestaurants.com.

First Call Analyst:
FCMN Contact:
Web site:

http://www.levyrestaurants.com

http://www.mallofamerica.com

Source: Levy Restaurants

CONTACT: Katie Kirby, Levy Restaurants, +1-312-335-5133; Dan Jasper,
Mall of America, +1-952-883-8829; or Joanna Roses, Nickelodeon,
+1-212-846-7326

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